In a move to attract its younger viewers, Fox-owned streaming service Tubi has launched a “Creatorverse Incubator” in partnership with TikTok.
The initiative announced Thursday gives content creators support — such as promotions and funding opportunities — to create original shows exclusively for Tubi. The strategy mirrors that of Peacock, which recruited TikTok creators last year to create original content, indicating a trend among streaming platforms to capitalize on the popularity of social media influencers.
Tubi launched the Creatorverse Incubator to bring new content to Tubi’s current audience of more than 100 million monthly active users, while also bringing in new customers who want to watch original series featuring their favorite TikTokers.
Under the program, selected creators will have the freedom to create original series in a range of genres, either scripted or unscripted. Tubi gives them the creative reins, allowing creators to shape their content with the company supporting them to bring those ideas to life.
The company plans to announce the first group of creators later this summer.
Tubi has increased its focus and investment in influencer talent over the past year. Today’s announcement builds on a creator program that Tubi launched 10 months ago, designed to bring content from famous YouTubers, including Mythical Entertainment, to its platform. The company already has 16,000 episodes from more than 200 creators in its content lineup. The most recent series to premiere is ‘Terri Joe: Missionary in Miami’, featuring celebrities TikTok characters Terri Joe and Amethyst Jade.
Tubi has also developed other creator-focused initiatives, such as partnering with Kickstarter to showcase crowd-funded films and launching “Stubios,” a program that helps aspiring filmmakers showcase their original work.
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Unlike other major streaming platforms, Tubi has actively pursued partnerships with a wide range of online personalities to expand its reach and attract new audiences. This emphasis on influencer-driven content sets Tubi apart from competitors who have taken a more traditional approach to marketing and partnerships. For example, rivals like HBO Max, Disney+, and Netflix typically partner with influencers to build buzz around new releases, such as inviting them to exclusive events and early screenings.
In recent years, Tubi has had a growing presence in the market. According to recently Nielsen dataTubi’s share of total ad-supported streaming viewing grew from 2.2% in May 2025 to an impressive 6.2% in the fourth quarter of the same year. This success comes on the heels of Tubi’s profitability in 2024, marking its progress in a competitive streaming market.
